Instacart is using its latest initiative to amplify emerging Black-owned brands online.

A press release reports that the digital grocery platform has announced a new $1 million advertising initiative that will showcase Black-owned consumer packaged goods (CPG) brands within the Instacart marketplace. This will mark Instacart’s first-ever program designed specifically to benefit Black-owned brands on its platform through its robust advertising resources.

Through this initiative, Instacart Ads will give its Black-owned brands the opportunity to reach a bigger audience amongst its digital aisles by way of prominent ad placements on the millions of items available through the platform’s 600 plus national, regional, local retailers and brand names.

“As our service grows, we believe Instacart has a unique opportunity to further amplify Black-owned and Black-led brand partners in the digital aisles,” Seth Dallaire, Chief Revenue Officer at Instacart, said in a statement. “We want Instacart Ads to make a lasting impact on the CPG ecosystem by equipping emerging Black-owned brands with the tools, resources and investment needed to excel in online grocery. This is just a first step as we continue to focus on delivering equitable outcomes for historically underrepresented entrepreneurs and brands and create more opportunities for more companies to flourish.”

As part of the new initiative, Instacart will also be establishing new resources for brands, which includes a designated team to support participating Black-owned brands as well as a monthly training series to ensure brands are maximizing their impact through advertising campaigns.

Some of consumers’ favorite Black-owned brands will now be featured on Instacart’s platform, including Partake Foods — which is backed by Jay-Z, Rihanna, H.E.R. and more — and Uncle Nearest — the best-selling Black-owned spirit brand in all of American history.

“I am excited to build upon our partnership with Instacart through this initiative,” Partake Foods founder/CEO Denise Woodard shared in a statement. “To create systemic diversity, equity and inclusiveness within the CPG food and beverage space, it’s imperative that more companies show this kind of action-oriented support to underrepresented founders. I’m grateful that Instacart is taking this step and hope it inspires even more companies with similar platforms to follow.”

Uncle Nearest founder Fawn Weaver echoed Woodard’s statement saying, “It’s encouraging to see companies within the grocery industry invest in Black-owned brands at scale. As a founder, I know that it can be extremely costly to start a CPG business, especially in the world of distilling, and initiatives like Instacart’s can help reduce systemic barriers to entry for brands to grow new audiences and thrive online.”

Instacart’s latest program builds upon its ongoing commitment to prioritize Diversity, Equity, and Belonging. By intentionally using its platform to champion Black-owned businesses, Instacart is putting its resources to good use to combat anti-Blackness and systemic racism.

For more information about Instacart’s new ad initiative, click here.